Mindworks Storefront UX Research & Design

Overview

In partnership with the University of Chicago’s Center for Decision Research, our class of nine students was tasked with four separate design problems surrounding a first-of-its-kind, experiential public lab space and storefront called Mindworks, founded by Nobel laureate Dr. Richard Thaler.

While other teams focused on other operational aspects, I was tasked with designing the space’s entry experience to ensure viewers:

• Understood the space’s purpose and function

• Felt included and invited to enter and engage with the space

• Were enticed to enter the space

The project took place over two trimesters. The first trimester was a group project of myself and two others performing initial research on the entrance experience. This project was performed by myself, taking the initial suggestions and performing significant new research to create practical outcomes and bring the research home.

The Problem Space

The University of Chicago already worked with a design firm to render the look of the storefront. Our class was asked to validate their work and discover unseen challenges in the space despite extensive constrains in what we could actually change. My work focused on the entry experience, including how people perceived and used the space from the outside and during entry. This meant I’d need to analyze the signs and signals that viewers perceived, including:

1. Understanding what such a unique location was and why it existed

2. Understanding who the location was for

3. Understanding if viewers felt welcomed and included by the space

To begin, Mindworks provided renderings of the space design and a basic style guide. I would then have to determine if their designs met the above criteria or had any unseen issues or gaps.

Finding the Initial Signs & Signals

To understand how to optimize the entry or avoid issues, I first had to understand Mindworks’ initial vision for the space and what signs and signals they intended to show. I located 4 major signs/signals seen from the sidewalk outside the space (through windows).

These signs/signals served as the initial experience all viewers would consider and interpret. I then had to determine if those signs/signals were appropriate for showing what the space was, who it was for, and if it was inclusive enough to enter.

Researching Signage Perception

Now that I knew what signs/signals the space was sharing, I had to understand if those were appropriate. Were viewers understanding them and interpreting them? Were they enough?

I performed 22 interviews interviews with users of a variety of ages and genders to understand how they interpreted and consumed the signs/signals. I asked 3 questions:

1. Which sign best tells you who this storefront space is for?

2. Which sign best tells you the storefront space’s purpose?

3. Do people know about behavioral science?

Updating the Signs & Signals

Research outcomes showed that current messaging was insufficient because the purpose and audience of the space was too abstract or not stated at all. Due to limitations with the facility, we could only add designs, not modify current features, so I’d have to introduce new signage that was informational, inclusive, enticing, and inviting.

The research resulted in 4 major requirements:

1. People shouldn’t need specialized knowledge to “get it”

2. Avoid or minimize mixed signals, especially with the role of prizes

3. Ensure the space is inclusive and inviting for all and doesn’t skew too young

4. Help define the space without using overwhelming jargon

The New Signs Introduced

To resolve users’ lack of or misunderstanding, I introduced additional signage into the the mockups that I’d then take into another round of feedback.

1. A primary outdoor stand-up banner describing the purpose, the user’s role in that purpose, and a call to action.

2. An outdoor stand-up banner for describing the location in layperson’s language.

3. A card on top of the reception desk upon entrance to direct user action upon entrance.

4. A second sign on the back prize wall behind reception to help direct users further.

Feedback On Designs

I showed the new storefront design and added signage to both new and previously-interviewed users and asked the questions again. This feedback showed the new signs and sign placement:

• Created fewer or at least delayed the comments about the prize wall and the confusion it created

• Widened the space’s perceived audience, increasing inclusivity

• Better defined the actual, layperson’s understanding of the space’s purpose and function

Content Design and A/B Testing of the Primary Sign

Mindworks personnel loved the outdoor signs, but they weren’t sure of its exact content. Due to the time constraints, I chose to focus on a single sign to A/B test. In this case, I’d use arguably most-important sign: the outdoor stand-up sign.

To do so, I wrote the language for three signs, each focusing on one major aspect of the visitor’s perception and reason for engaging with the organization:

1. Altruism - Engaging for the love of science and helping create greater change

2. Inclusion - Engaging because it’s meant for everyone, especially the visitor

3. Prize-focus - Engaging because the visitor wants to get a reward

I presented the new language side-by-side and then went back to interviewees to gauge which language most informed and enticed them.

Solution

The solution was a series of signs and signals displayed throughout the entry experience to explain what and who the space was for and ensure it’s perceived as inclusive to all. The solution included the following:

• Two outdoor stand-up signs to quickly inform visitors on the space’s purpose and inspire them to action.

• A reception desk sign to direct new visitors to action or get help.

• A suggested design of the prize wall to ensure it didn’t incorrectly signal the space’s purpose to the viewer.

• Suggested content screens for the digital screen just past the reception desk.

Due to the constrains, I did have to pull back on some designs and minimize others, but the organization was extremely pleased with the work and ideas for signage and stated their intention to use many of the designs.

Outcome

In July 2021, the Mindworks storefront exhibit space and research center opened on Michigan Avenue in downtown Chicago. This new fusion experience is the brainchild of Nobel laureate Dr. Richard Thaler and the Chicago Booth School of Business’ Center for Decision Research (CDR). I attended the unveiling and grand opening alongside staff, students, and Dr. Richard Thaler.

The organization would plan to test the storefront experience for months before making additional changes or investing in more resources, but they did adopt a version of my outdoor stand-up sign for use by launch date and stated their intention to enact more of my designs in the future.